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Published: July 26, 2021

Written by: Barney


  • Esports organization 100 Thieves and automotive brand Lexus have entered a partnership
  • As a result, 100 Thieves’ content house will be renamed to Lexus Content house
  • The new partners have planned various content activations for the future

100 Thieves has found yet another partner in the face of the luxurious automotive company Lexus.

A New Partner Joins 100 Thieves

The esports organization 100 Thieves is famous for its various partnership and activations with all kinds of brands. The organization has forged yet another partnership, this time with automotive brand Lexus. The latter company will become 100 Thieves’ official luxury automotive partner. 

Following the new deal, 100 Thieves’ Content House will now go under the name Lexus Content House. Not only that, but 100 Thieves and Lexus will work on creating new content that will represent both parties. It will be created by the esports organization’s content creators Leslie “Fuslie” Fu and Rachell “Valkyrae” Hofstetter, who will be named as Lexus ambassadors

Sharing the Same Vision

100 Thieves’ founder and chief executive officer, Matthew “Nadeshot” Haag, is especially excited to work together with such, in his words, “legendary and premium brand.” Nadeshot believes that 100 Thieves and Lexus share the same vision of providing customers with something of unparalleled value. 

“We’re so excited to show our fans our new set of wheels and all the amazing content to come out of the content house,” Nadeshot alluded to the future of the Lexus partnership.

Lexus shares 100 Thieves’ sentiment when it comes to this partnership. The automotive brand’s vice president of marketing, Vinay Shahani, confirmed Nadeshot’s words of the two parties sharing the same vision. 

“Lexus sees an authentic connection between vehicles, culture, and premium lifestyle. We are thrilled to have found a like-minded partner in 100 Thieves.”

Shahani added that the partnership would usher new content tailored for the fans of the esports organization. He hopes it will be well-received and even adored by the community.

Much of 100 Thieves’ strength comes from the exciting collaborations the organization engages in. The esports organization has been working on establishing a strong network of partners as partnerships have been becoming increasingly important in the pandemic-influenced esports industry. 

In recent times 100 Thieves collaborated with anti-headache medication Excedrin in order to promote a healthier gaming lifestyle. Additionally, the organization worked with CashApp for the release of a custom 100 Thieves-themed cash card. Lastly, just a few days ago, 100 Thieves announced its new partnership with Gucci. 

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